Apple to open Apple TV’s universal search API to more content providers

Apple plans to expand the new Apple TV’s universal search far beyond its initial launch partners, Buzzfeed reports. Universal search is one of the marquee features in the new device, letting users search once for a term and see results from multiple sources. The feature will support iTunes, Hulu, Netflix, HBO and Showtime when the new Apple TV ships this month, but Apple CEO Tim Cook said the company is opening its API so other sources can make their content searchable as well, and he’s confident that providers will be eager to make their services compatible. “I think that many, many people will want to be in that search,” Cook said. “And that’s great for users.” Cook added that the new search will differentiate between paid and free options where users end up having the same content available from multiple sources.